Senior Research Manager Richard Lomax discusses how generational differences are redefining the season of indulgence…
Christmas has typically been a time for excess when it comes to food, but also drink too. Who here can honestly say they haven’t overindulged on Christmas Day, whether it’s to cope with a whole day with extended family or to get themselves through another Mrs Brown’s Boys special? (In my household, it’s Eagles live concerts! I’m clearly the only member of my family who wasn’t born with the soft rock gene!)
However, a recent study here at Mustard suggests that spending more on drinks isn’t just limited to alcoholic beverages over the Christmas period. 43% of Gen Z and 32% of Millennials tell us they are prepared to go out of their way and spend more on soft drinks this Christmas, compared to just 14% of Gen X and 13% of Baby Boomers.
Gen Z is rejecting alcohol more significantly than previous generations, but it appears they are more likely to push the boat out and spend a little more on soft drinks at Christmas too.
As Gen Z and Millennials lead the charge toward more mindful Christmas celebrations, brands have a unique opportunity to tap into the growing demand for alcohol alternatives. With soft drinks, mocktails, and alcohol-free options gaining traction, brands can position themselves as inclusive and forward-thinking by offering products that cater to a more health-conscious and sober-curious audience.
Challenger and established brands could consider experimenting with luxury ingredients, experimental flavours, or sophisticated versions of soft drinks to appeal to younger consumers looking for an upmarket soft drink.
Traditional Christmas marketing centres around indulgence and excess, but there is an opportunity to rethink that narrative with wellness at the forefront of Gen Z’s decision-making.